Google had promised the Latitude app would arrive on iPhones "very soon" when the service debuted in February 2009. But Apple blocked the initial plan to release a Latitude app "to avoid confusion with Maps on the iPhone," in Google's words, so Google released a Web-app version instead some months later.

Apple also blocked the native Google Voice app, and Google took the same approach of creating a Web-app version. That action helped trigger a Federal Communications Commission look at Apple's App Store approval policies, and an even frostier relationship between the two erstwhile corporate allies.